Here’s the brief: Rejuvenate a decades-old magnesium dietary supplement that never advertised and was collecting dust on the bottom shelves of vitamin aisles.
While some agencies might have shied away from a seemingly insurmountable task like that, Walrus stepped up to the plate. Avrio Health consolidated its SlowMag MG business with the New York agency during the fourth quarter of 2017. Walrus’ goal was to separate SlowMag MG, which improves muscles and recovery, from the pack of private-label and big-brand supplements that dominate the category.
Walrus did that and more with its “Feats of Middle Age” campaign, deciding to bring humor to the stagnant category that typically promotes ads featuring people, usually with dogs, aimlessly strolling random parks and beaches. The multichannel campaign that spanned podcasts, digital radio, display, video, print and sponsorships highlighted the simple achievements only someone over the age of 40 can celebrate—like getting out of a swimming pool without a ladder. Print ads in fitness publications spotlighted the everyday tasks made easier for people using SlowMag MG. Geo-targeted digital audio ads were broadcast across exercise-themed playlists. A fake Outbrain ad resulting in a fake article taught folks how best to use their feet to pick up items off the floor. The campaign led to an increase in sales on Amazon by 32 percent and in-store by 10 percent, and site traffic on the SlowMag MG site spiked 364 percent.